The biggest challenge I encounter when writing copy for clients’ email marketing campaigns is the need to express complex concepts clearly and succinctly.

“Brevity is the soul of wit” as Willy Shakespeare once said, and he may as well have been talking about your marketing to schools. Your emails to teachers need to be lean, punchy and without an ounce of fat.

Literally every word must bring something to the party; otherwise it’s just going to drag your message down into the quicksand!

One word you certainly can’t afford to use is ‘very'. It’s astonishing how easy it is to let this word slip into your copy. Go over some of your recent campaigns and I guarantee you’ll find it lurking therein! Yet what purpose does it actually serve?

Mark Twain once wrote “Substitute ‘damn’ every time you’re inclined to write ‘very’; your editor will delete it and the writing will be just as it should be”. He was dead right too.

Occasionally though, simply stripping the word out won’t do. You’ll need to find better words that do a more efficient job of conveying your message.

It can be very difficu…. I mean it can be arduous trying to think of just the right word, but it will transform your email into the lean, mean marketing machine that it deserves to be.

Don’t stop at just the word ‘very’ either. Be brutal when editing your email and try to trim every last ounce of fat from its bones!

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Marketing to Schools Selling to Schools Emailing Teachers Email Teachers How to Sell to Schools Email Head Teachers

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